MKT201:PRINCIPLES OF MARKETING

Course Outcomes: Through this course students should be able to

CO1 :: enumerate the concepts of marketing and adopting the marketing concepts in different
business scenarios

CO2 :: analyze various situations and decisions involving segmentation, targeting and
positioning; decisions involving price and marketing communications

CO3 :: describe the dynamic nature of the environment and enhance ability to apply marketing
models and theories for taking better and informed marketing decisions
CO4 :: formulate marketing strategies in the changing buying behavior in current dynamic
environment

Unit I
Marketing Management Today : great indian market, concept of marketing, orientations types,
marketing process, 4 p’s of marketing mix
Marketing Environment : customer lifecycle stages, inter-firm rivalry, stages of competition,
competitive analysis framework, customer acquisition and retention
Unit II
Assembling the Marketing Toolbox : social media tools in marketing, research and information
systems in marketing, consumer buying behaviour, buying behaviour of organization, concepts of
segmenting, targeting and positioning
Unit III
Creating Of Customer Value : ethics in marketing, brand equity, management of product, new
product development, brand management decisions, decisions in context to pricing
Unit IV
Communication and Deliverance of Customer Value : marketing communications, managing
advertising and sales promotion, sales function, concept of direct marketing
Unit V
Creating Sustainable Competitive Value and Growth : strategies in marketing, managing
customers, marketing organization, performance and control in marketing
Unit VI
Broadening Horizons : global marketing, key decisions in global marketing, service marketing,
service marketing mix, rural marketing

Text Books:
1. MARKETING MANAGEMENT by RAJAN SAXENA, Tata McGraw Hill, India

References:
1. PRINCIPLES OF MARKETING MANAGEMENT by PHILIP KOTLER, GARY ARMSTRONG,
PRAFULLA Y AGNIHOTRI, EHSAN UL HAQUE, PEARSON

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